Carrefour - 2017 Annual Report

C A R R E F O U R — 2 8 The shift in food habits is occurring simultaneously with a profound transformation in the way in which customers obtain information and do their shopping. Digital uses are multiplying, such as among Chinese consumers, 80% of whom consider their mobile phone to be their primary shopping method. (1) This trend is accelerating everywhere, and the boundaries between the physical and digital retail worlds are becoming blurred. Customers navigate from one to the other according to their wants and needs. For Carrefour, the lessons are clear: the success of its online sales, like the appeal of its stores, rests on increasing added value and strengthening complementarity and coordination between these different channels as part of a fluid and consistent approach to serving customers. CREATING AN OMNI-CHANNEL UNIVERSE OF REFERENCE (1) GfK – Future Buy Study 2017.